In December 2007 PMR Research carried out research project to analyse the opinions of Polish female internet users about various mascaras. In particular, we wanted to obtain information on the criteria applied by internet users to assess a mascara and how the most frequently commented products are appraised. For this reason, we used the innovative technique of internet content analysis to investigate the content of selected internet discussion forums, where consumers present opinions about women cosmetics.

The benefit of using original opinions presented on the internet is a chance to become familiar with the language used by the product users and to obtain at least a partial insight into their purchase motivations. Internet content analysis is one of very few methods allowing to gather such information at minimal cost via a desk research type analysis.

Download free white paper: Internet Users’ Favourite Mascaras – Internet content analysis